Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
It's all about the beer
While the import and specialty segment of the beer category has been growing continuously, Heineken had not been as fortunate. A once-hot import of the 80's, the brand had lost relevance with young men by the mid-nineties. This campaign has reconnected Heineken with young men by linking more occasions to the brand in a humorous and product - focus way.
Client: HEINEKEN USA
Agency: Lowe and Partners
The objective of the "Silhouettes" campaign was to imbue Smirnoff with a relevant and motivating image, thereby generating excitement for and revitalizing the brand. This was done via communication of the brand's essence of unpretentious quality. After only six months in the field the campaign has significantly improved awareness, increased purchase interest and improved perceptions of quality. The result is an increase in case sales of 6.6% for the first six months of the campaign years versus years ago.
Agency: Lowe and Partners/SMS